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Richard Shotton gives a compelling presentation on how the study of behavioural science and psychology reveals patterns in consumer decision-making that can influence brand strategy. From studies in scarcity and primacy to the Pratfall Effect and media context, Richard’s observations and insights into human traits provide greater understanding of consumer biases on an individual, corporate and societal level. Drawing on evidence from academia as well as advertising case studies, Richard shares the details of his original research methods with findings that often confirm (in the words of David Ogilvy) “consumers don’t think how they feel, say what they think, or do what they say.”

Engaging audiences in a fascinating discussion, Richard’s introduction to his working practices and discoveries show how brands (should) incorporate the study of behavioural economics into their own promotional campaigns.

Richard Shotton is Deputy Head of Evidence at Manning Gottlieb OMC. He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and comparethemarket.com, before moving into research. Richard regularly writes for publications such as AdMap, Campaign, The Drum, Mediatel, Marketing Week and tweets from @rshotton. His first book, The Choice Factory, explains how social psychology and behavioural science can be applied to advertising. The publication has received positive reviews from Dave Trott, Mark Ritson, Rory Sutherland and Mark Earls, among other respected figures in the advertising community.